For six decades Sir Robert Worcester has been the face of British public opinion research: founder of MORI, advisor to Prime Ministers and the Royal Family, and a regular on election night specials. Now the very best of his writings have been gathered together for the first time by his son, Professor Kent Worcester. The collection ranges from practical guides on polling, the media and reputation to explorations of public attitudes towards the environment, science and trust in national institutions. All are written in the clear and accessible style that has led Sir Robert to be in such demand in the media. Sir Robert's own journey is every bit as fascinating as his insights on UK politics and society. He was born in Kansas City and served with the US military in Korea before settling in London. Since then, he has served in a host of public and charitable roles, from Trustee of the WWF to deputy Lord Lieutenant of Kent, and led the world-wide celebrations of the 800th anniversary of the signing of Magna Carta.